Don't Confuse Good Taste With

If Your Advertising Goes Unnoticed, Everything Else Is Academic!

Nothing Is So Powerful As An Insight Into Human Nature... What Compulsions Drive A Man, What Instincts Dominate His Action. If You Know These Things Abut A Person, You Can Touch Him At The Core Of His Being.

Advertising Is The Art Of Persuasion.

You Have To Live With Your Product, You Have To Know It Through And Through, You Have To Look At It, Understand It, Love It Then, And Only Then, You Can Crystallize In One Clear Thought, One Single Theme, What Must Be Conveyed About The Product To The Consumer.

Advertising Is Fundamentally Persuasion And Persuasion Happens To Be Not A Science, But An Art.